What is remarketing? Remarketing and retargeting
Remarketing is a series of marketing techniques and actions that aim to increase conversion.
To achieve this goal, it is necessary to show segmented content and ads based on the public that has already had a first interaction with our brand or product, whether it is through a visit to our website, download, subscription or leads who clicked on any of our display and/or email marketing campaigns.
In summary, the idea or remarking is to take advantage of a lead that already showed they are interested on our products or services, because it would be easier to generate a conversion. For this reason, segmentation is essential for the remarketing strategy to be successful.
Remarketing is done constantly and effectively, for instance using email marketing campaigns, for tasks such as: to spark the interest of customers who have not contacted us for a long time, to remind leads that they have left a purchase unfinished, offer specific notices about promotions, offer products related to previous purchases, etc.
The goal is to convince customers to make a decision.
1. Differences between remarketing and retargeting
Remarketing and retargeting are concepts that are not too different, in fact in the online field, both refer to impacting people again (using segmentation) in order to get a conversion.
This means that there are many websites where both terms have the same meanings and one or the other is spoken of interchangeably. If you want to differentiate remarketing and retargeting, we can take the approach of the different strategies available:
- You can use email marketing for your remarketing strategy.
2. Advantages of working with remarketing
Remarketing has the main advantage of allowing users who have shown previous interest to be impacted again, but it offers many other advantages. Also:
- As the brand is talking to users more often, this will boost its visibility.
- The user will see the ad at the best time when they are most ready to complete the purchase.
- It is an appropriate strategy for all types of sectors and niches, where it is necessary to keep the product or company in the mind of the consumer.
- The information we get from our customers will allow us to create strategies based on their interaction.
- Combined with a well-defined automated bidding strategy, this leads to an advantage in Google ad bidding to prevent the user from ultimately clicking on a competitor’s ad.
- It will increase conversion rates. The fact that users will see the brand more often will help them to purchase from you (now or in the future).
- It allows marketers to target individual leads, using different filters, wich will help them to get even better results.
- It enhances loyalty, since by impacting old customers they will have our brand in mind again and the possibilities of new purchases will increase.
3. Disadvantages of remarketing
The truth is that remarketing is something enormously beneficial, but it also entails a series of drawbacks that you may not have stopped to think about:
- It can create discomfort for some users. You have to create a remarketing strategy that is not intrusive, and set limits to its impact, otherwise it is very possible that some of the potential customers feel “harassed” and in this case it would not be possible to improve the conversion rate.
- You won’t be talking to new leads with this strategy. This happens since we will focus the attention on the conversion on the users who know the brand, those who have already interacted with us before. We won’t get new leads.